The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

Erica Seidel
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The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. For our sixth season, we're focused on the race to reduce risk when it comes to a match between a company and a CMO. How can you find out what you need to find out – BEFORE saying yes – so that you make a match that sticks and flourishes? Join me, Erica Seidel, for The Get. You will learn a ton. The Get is a production of The Connective Good, the executive search practice focusing exclusively on recruiting the 'make money' type of marketing leaders rather than the 'make it pretty' ones. To learn more visit theconnectivegood.com. The Get is produced by Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

  1. The Race to Reduce Risk in CMO Recruiting: Highlights from Season 6 of The Get

    12 DIC

    The Race to Reduce Risk in CMO Recruiting: Highlights from Season 6 of The Get

    In this episode of The Get, we highlight key insights from this season of The Get, which is all about the race to reduce risk in CMO recruiting. Host Erica Seidel and her guests delve into the intricacies of how CEOs and CMOs at B2B SaaS companies can make more-informed decisions before saying yes to each other. Whether you’re hiring a CMO or looking to step into a new CMO role, you will learn a lot from these takeaways, which range from the practical to the provocative. We discuss the challenges, fears, and risks that CEOs and investors faces when recruiting a CMO. For instance, they often worry about hiring CMOs who either misalign with the company’s growth stage or struggle to get to the right blend of short-term wins and longer-term impact. We discuss how to mitigate those risks, such as by co-creating the roles and managing expectations about timelines for marketing results. Then we turn to the candidate side: What risks and red flags do CMO candidates perceive when evaluating CMO roles, and how can candidates reduce these risks? We discuss red flags such as unclear product-market fit, inadequate resources, and misaligned leadership dynamics. We cover several practical strategies for ensuring a good match and getting off to a successful start in a new CMO role. A huge thank you to the guests this season: Andrea Kayal, CRO at Help ScoutTracy Eiler, CMO of OpenSesameJames Lamberti, Head of Go-to-Market for GeorgianMelissa Sargeant, CMO at LumaverseNorman Guadagno, former CMO at MimecastPeter Mahoney, Chief Commercial Officer at GoToGary Survis, Operating Partner with Insight Partners 00:00 Introduction to The Get 00:52 Understanding the High Stakes of the CMO Role 03:37 De-risking CMO Recruiting 07:53 Red Flags for CMO Candidates 10:16 Mitigating Risks as a CMO Candidate 18:53 Maximizing Success in a New CMO Role 23:26 Conclusion and Final Thoughts The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at a href="https://simpler.media" rel="noopener noreferrer"...

    26 min
  2. Building Your Flywheel of Credibility: A Playbook for New CMOs in PE-Backed Companies

    14 NOV

    Building Your Flywheel of Credibility: A Playbook for New CMOs in PE-Backed Companies

    On today’s episode, Erica talks with Gary Survis, an Operating Partner with Insight Partners. Erica and Gary discuss how the strongest CMOs limit risk when transitioning into new marketing leadership roles: They stand out by demonstrating credibility, collaboration, and curiosity. They're aware that what you don't say in an interview is just as important as what you do say.When interviewing, they communicate their experience with this structure: strategy + example + numbers. Once in the new CMO role, they realize that no matter what their background is, they have to deliver on their demand gen goals or risk losing their job.They have a perspective on AI and know how they will organize their teams and define roles differently for AI-supported marketing. They create a "flywheel of credibility."They take the time they need to form an assessment – "it'll be the only time in your tenure when you are afforded the luxury of time."They follow the "Diagnose, Don't Delude" approach – identifying and surfacing problems rather than sweeping problems under the rug.They swiftly make the org changes they need to make: "If you are not successful because the people below you are not strong, you have no one to blame but yourself for not making the changes you know you need to make." 00:00 Welcome to The Get: Season Overview 00:47 Introducing Gary Survis: Insights from an Operating Partner 01:37 De-risking the CMO Hiring Process 02:10 Common Pitfalls in Recruiting Marketing Leaders 05:01 Balancing Strategy and Execution in Marketing 11:00 Key Traits of Successful Marketing Leaders 13:19 The Importance of Curiosity in Leadership 17:15 AI in Marketing: What to Look for in a CMO 19:36 Early Steps for a New CMO 21:41 The Role of AI in Organizational Structure 22:34 Setting and Achieving Goals 24:25 Challenges in Coaching CMOs 26:53 Reflections on Past Marketing Roles 28:56 Marketing Under the CRO: A Controversial Trend 31:13 Conclusion and Final Thoughts The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    33 min
  3. What CEOs Fear Most When Hiring CMOs

    31 OCT

    What CEOs Fear Most When Hiring CMOs

    In this episode of The Get, host Erica Seidel discusses the intricacies and challenges of hiring CMOs in B2B SaaS companies. She highlights why the CMO role is particularly tough to fill, the high stakes involved, and the common concerns among CEOs and investors.  Erica is joined by Peter Mahoney, Chief Commercial Officer at GoTo and author of The Next CMO. Peter has been a GM, CMO, CEO, and now at GoTo has recently transitioned from CMO to Chief Commercial Officer. He offers practical advice on organizational structure, fostering CEO-CMO trust, and managing expectations. You’ll learn about: The complexities and fears that CEOs face when hiring CMOsDistinctions between roles such as Chief Commercial Officer and Chief Revenue OfficerHow "everyone at the C-level thinks they understand marketing but at the same time fears that they don't understand it"The skills required to succeed in a small versus a big company as a CMOThe wisdom of spending some of your career outside of marketing…. even if it is a sideways move  Strategies for candidates to effectively communicate their impact during the hiring processAdvice for rising CMOs 00:00 Introduction: The Hardest C-Level Role to Hire 00:41 Welcome to The Get: Reducing Risk in CMO Recruitment 01:14 Meet Peter Mahoney: A Journey from CMO to CCO 01:59 Understanding the Chief Commercial Officer Role 06:20 The Fears and Risks in Hiring a CMO 10:01 The Perfect Fit: Balancing Experience and Potential 13:19 Stage Experience: Scaling Up and Complexity 16:33 Embracing Flexibility and Depth in Marketing Roles 17:10 Navigating Revenue and Complexity in Marketing 17:57 Understanding Marketing Maturity and Budget Constraints 19:15 The Evolving Technical Landscape of Marketing 20:03 Effective Leadership and Strategy Alignment 23:17 Addressing CMO Candidate Concerns 24:41 Key Interview Insights for CMO Candidates 27:34 Advice for Aspiring CMOs 30:01 Career Growth and Risk Management 32:24 Conclusion and Final Thoughts The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    34 min
  4. Is the Candidate with the Perfect Scale-up Experience Actually a Risk?

    26 SEPT

    Is the Candidate with the Perfect Scale-up Experience Actually a Risk?

    In this episode of The Get, host Erica Seidel explores the theme of managing risk in CMO recruitment, specifically cautioning against over-relying on a candidate's experience with a particular scale journey. Erica discusses the potential misconceptions and pitfalls when hiring marketing leaders based on their previous successes in scaling companies.  While such experience can be beneficial, she warns that it doesn't necessarily guarantee the same outcome in different contexts. Listeners are encouraged to delve deeper into how these candidates contributed to their past successes. The episode underscores the importance of aligning expectations and understanding the nuances of each candidate's experience for a better hiring decision. 00:00 Welcome to The Get 00:16 Listener Feedback and Mid-Season Break 00:34 The Risk of Trusting Scale Journeys 01:25 Benefits of Scale Experience 02:26 Potential Pitfalls of Scale Experience 03:40 Conclusion and Final Thoughts 04:02 About The Get and Erica Seidel The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    5 min
  5. What Veteran CMOs Know That First-Timers Don't

    12 SEPT

    What Veteran CMOs Know That First-Timers Don't

    A good leader evolves over time. A CMO’s perspective will shift as they go from first-time CMO to repeat CMO, or to CRO or CEO. As they build experience, they are able to sidestep common pitfalls and react more efficiently to new challenges. At the same time, their perception of risk in a role evolves as they get more exposure. There's an 'arc of caution' that CMOs often go through, from being open-minded early on in their careers, to being able to recognize risky situations once they have more marketing leadership experience, to being more risk-averse and attuned to the 'warts' of a role once they have significantly more experience than other marketing leaders. In this episode of The Get, host Erica Seidel discusses the complexities of hiring CMOs in B2B SaaS companies. The conversation explores the importance of the right type of marketing leader for different phases of a company's evolution, the vital role of clear communication between CEOs and CMOs, and how CMOs can balance producing value in year 1 with delivering longer-term value beyond year one. She is joined by Norman Guadagno, a seasoned CMO who has led marketing at Mimecast, Acoustic, and Carbonite, and who shares his experience as a CMO and CEO. Norman illustrates how experience as a marketing leader shapes a CMO's risk awareness and decision-making process. You'll learn about: The 'arc of caution' in career progressionInteraction between CMOs and CEOs - the role of a CMO can significantly vary depending on the company's stage of growth and the right marketing leader at one stage may not be the right one at a different stageHow to embrace the duality of delivering on short-term demand capture with longer-term brand building, and how to set expectations for longer-term impacts with the CEO and other C-suite leadersHow 50% of the CMO role has nothing to do with marketingManaging timeframes - first-time CMOs may be overly optimistic about how long it takes to implement change, while seasoned CMOs understand realistic timeframes for resultsEvolving dynamics in the C-Suite - "not every company needs a CMO"How sometimes less is more with interview questions - start simple and give the candidate room to expand on what’s important to them This episode provides valuable insights for both CMOs and CEOs seeking to make informed hiring decisions. 00:00 Introduction to The Get 00:16 The Journey from CMO to CEO 01:14 Introducing Norman Guadagno 02:13 Advice for Aspiring CMOs 04:43 Navigating Company Culture and Change 05:21 The Dynamics of Executive Change 13:51 Balancing Short-Term and Long-Term Goals 22:07 The Role of the CMO in Business Strategy 25:33 Embracing Unique Skills and Roles 26:19 Ego and Humility in Career Progression 27:25 The CEO's Perspective on Hiring a CMO 31:00 Demonstrating Commitment to Marketing 35:25 Navigating Career Trauma and Transparency 40:49 Insights on Interviewing and Hiring 45:51 Final Thoughts and Reflections The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’

    44 min
  6. Avoiding Red Flags & Decision-Making Flaws in CMO Recruiting

    29 AGO

    Avoiding Red Flags & Decision-Making Flaws in CMO Recruiting

    In this episode of The Get, host Erica Seidel explores the crucial role of decision-making in CMO recruiting. Erica shares common traps in decision-making, such as over-trusting someone else's due diligence, over-estimating an appetite for transformation, falling in love with someone's former company without looking at their specific contribution to it, and falling prey to confirmation bias, to name a few. She shares tips for making strong, informed hiring and career decisions.  The episode includes a deep dive with guest Melissa Sargeant, a seasoned CMO, on her experiences and strategies for doing due diligence and reducing risk when hiring and getting hired. This episode is loaded with practical advice for both hiring managers and candidates looking to make better career decisions. 00:00 The Three Pillars of a Successful Career 00:20 Welcome to The Get! 00:44 Understanding Decision-Making in Recruiting 01:48 Common Flaws in Decision-Making 04:44 Introducing Melissa Sargeant: Insights from a Seasoned CMO 05:20 Melissa Sargeant on Reducing Risk in the Recruiting Process 07:11 Maybe the company used to have product market fit, but now it doesn't 9:16 Doing mutual due diligence 12:14 The 2 key questions to ask in an interview to suss out organizational dynamics 19:15 'Your gut is your truth' and other ways to suss out red flags 25:06 Building Trust and Transparency as a New CMO… and avoiding making decisions for 30 days 25:30  'CMO roles are really revenue rescue missions' 33:29 Final Thoughts and Key Takeaways The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    35 min
  7. Top Threats To CMO Success…And How CEOs and CMOs Can Tackle Them Together

    15 AGO

    Top Threats To CMO Success…And How CEOs and CMOs Can Tackle Them Together

    The best CEO/CMO matches are ones where, BEFORE day 1, both sides collaboratively, intentionally, and explicitly surface the challenges they will face together and how they will overcome them together. That's not as easy as it sounds, though!  In this episode of The Get, host Erica Seidel dives into the complexities of hiring CMOs in B2B SaaS companies. Drawing from her 13 years of experience in recruiting marketing leaders, Erica discusses the high risks and challenges faced by CEOs and investors during this process.  She is joined by James Lamberti, Head of Go-to-Market for Georgian, who shares his extensive experience in hiring and getting hired as a CMO.  You'll learn about: A method for collaborative de-risking between the CEO and CMO How one of the most important functions of the interview is to sketch out the company's GTM framework and identify any misalignment in GTM strategy.… because the more the company is clear on their GTM strategy, the more effective the CMO will beHow to diagnose in the interview process when product-market fit is loosely held or when the market is defined too broadlyThe 'homework' that top CMO candidates will do ahead of their first meeting with a CEO, including defining their 'Ideal CEO Profile' and how to add value to that personHow to identify and skirt typical threats to marketing being successful, including 'silver bullet expectations,' 'new day/new strategy' situations, under or over-hiring for the stage, and mis-selling the CMO opportunityWhat CEOs are likely to ask CMO candidates about AI This episode is packed with valuable insights for both hiring leaders and candidates looking to navigate the high-stakes world of CMO recruitment. 00:00 Introduction: The Challenge of Hiring a CMO 01:20 Understanding the Risks in Hiring a CMO 03:25 Tips for CEOs and Investors on Hiring a CMO 04:50 Guest Introduction: James Lamberti 06:22 James Lamberti's Framework for Diagnosing a Role 17:25 Balancing Efficiency and Thoroughness in Interviews 22:57 The Importance of Customer Love and Rev Ops 25:53 Challenges and Red Flags in the Hiring Process 30:33 The Role of AI in Marketing Leadership 33:21 Favorite Interview Questions for Marketing Leaders 35:53 Conclusion and Next Episode Teaser The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    37 min
  8. CMO Secrets to Maximize Recruiter & Network Relationships

    1 AGO

    CMO Secrets to Maximize Recruiter & Network Relationships

    In this episode of The Get, host Erica Seidel delves into what it takes to excel at networking and effectively work with recruiters, exploring programmatic ways to engage with professional networks. Erica discusses the best questions candidates ask recruiters and the importance of developing a personal Board of Advisors. She also explains the role of executive search professionals, differentiating them from career coaches and therapists. Special guest Tracy Eiler, CMO of OpenSesame, discusses her recent experience evaluating marketing leadership opportunities, how today's recruiting climate is unique, the fast-paced pressure-testing playbook she uses to assess roles, and red flags to watch out for. Tracy shares how CEOs can demonstrate their support for marketing, tips for collaborating with recruiters, and how CMO candidates can make a strong impression. The discussion extends to the complexities of career trauma, confidence, and the right level of transparency when delivering your 'career story.' Tracy also emphasizes continuous relationship building within one's network and the importance of having a well-prepared personal narrative. 00:00 Introduction to Networking and Recruiters 00:35 Welcome to The Get with Erica Seidel 01:06 Tips for Working with Executive Recruiters 04:09 Introducing Tracy Eiler 05:02 Tracy Eiler's Journey and Insights 08:57 Pressure Testing a Role 12:47 Evaluating CEOs and Red Flags 17:53 Tracy's First CMO Job and Lessons Learned 20:54 Collaborating with Recruiters 22:24 Navigating Recruiter Relationships 22:50 The Role of Feedback in Shaping Searches 26:24 The Importance of Networking 30:10 Building and Maintaining Meaningful Connections 33:25 Career Trauma and Vulnerability 38:01 Final Thoughts and Key Takeaways The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. This season’s theme is The Race to Reduce Risk in CMO Recruiting.  The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.  If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    42 min
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. For our sixth season, we're focused on the race to reduce risk when it comes to a match between a company and a CMO. How can you find out what you need to find out – BEFORE saying yes – so that you make a match that sticks and flourishes? Join me, Erica Seidel, for The Get. You will learn a ton. The Get is a production of The Connective Good, the executive search practice focusing exclusively on recruiting the 'make money' type of marketing leaders rather than the 'make it pretty' ones. To learn more visit theconnectivegood.com. The Get is produced by Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

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